The phenomenon of social networks has impacted with great force in practically all areas of society. Since the beginning of digital communication in the 80's and the appearance of the first structured tools at the beginning of this century, its acceptance and penetration among internet users has only increased. The introduction of new environments and utilities, intense advertising campaigns and widespread use have now reached more than 1,500 million people worldwide. In the workplace, however, the use of social networks, whether for corporate or personal use, continues to be a matter of controversy. How they affect productivity, care, and even the security of employees and companies, as well as the little security and privacy that most offer,They have made organizations large and small think twice before entering the world of social networking.

Although it is true that there are risks, when there is an adequate use, they can present great benefits, both individual and collective, although for this, as for any other organizational process, well-defined regulations are required. In addition, trends suggest that in the coming years it will be practically impossible for a company to prosper without the use of this type of tool.

introduction

Social Networks have evolved to the point of becoming essential in our lives and our environment. His appearance marked a before and after in efficiency when updating and sharing information.

Due to the speed at which information moves today, for many people, especially the youngest, the idea of ​​a life without the existence of the current media is inconceivable. So common has it become in these times, having at hand, at the table or in the next room, an incredible amount of information, and the link with any friend or acquaintance, that many people have the impression that the means that we use to communicate or other similar ones have always been there.

However, the reality is very different. Anyone who is 25 years old or older to date can account for it.

In the business environment, the scenario is no different. Today, thousands of companies and organizations have adopted the use of new technologies, but the road is long. However, not everyone is convinced that the incursion of media such as social networks in the internal communication of companies is the most appropriate. Computer media is a great tool for business communication, but also a source of job mismatches. Those who think that way, may have reasons to spare, because in society, these systems have not turned out to be entirely kind. There are dangers, misuses and abuse of networks, which have been addressed so far.

However, if used correctly, they can have great benefits for companies.

II. Background

Before the arrival of the Internet, the internal communication of companies used a classic system that combined print, audiovisual and face-to-face.

In large companies, this process was generally based on a printed magazine, a newsletter or, in some cases, a network of monitors to transmit videos or newsletters with content of interest to the organization, complemented by management interventions., generally in spaces prepared for this purpose.

With the opening of the internet in the 1990s, companies began to introduce email as a channel for communication and dissemination of information through digital bulletins, which coexisted with their printed counterparts, subsequently giving rise to the development of the Intranet, which it is simply a section of the Internet, only accessible from certain addresses or with certain credentials.

The entry of technologies into the corporate environment took a long time to arrive, and even now the process is slow. However, in other circles of society, the impact of the appearance of computers was beginning to hit hard.

Of course, what existed at that time, had little to do with the current and sophisticated social networks that the Internet world provides us with in our time.

But the desire for faster and more complete communication was latent.

The origin of social networks as we know them is much further behind than it would seem. In the 80s and 90s of the last century, Bulletin Board Systems (BBS, or Bulletin Board System) appeared and became the first network communication systems based on computer media. These archaic systems were public file-sharing platforms where communication hobbyists and software developers met. They required the use of a telephone line and a modem that called the number of a dedicated line, maintained by an amateur. They were slow and you could only be online for a few minutes a day. This system is a precedent for subsequent forum and blog platforms.

The mass publication of ideas emerged with Geocities in 1994, which allowed the user to create their own website. The Social Networks themselves have their beginnings in mid-1995, when Randy Conrads created the website classmates.com, which allowed him to recover or maintain contact with schoolmates.

In 1997, Sixdegrees appeared, a social network that allowed the creation of personal profiles and friends lists for the first time and in 1998, the British presented Friends Reunited, their version of Classmates. Blogger also appears, as the first dedicated system to share digital portfolios.

In 2002 Friendster appeared whose idea was to find and connect friends of friends. In one year it reached 300 thousand users. In 2003, MySpace and LinkedIn appeared, among more than 200 other social networking sites, connecting users with similar interests. The popularity of these sites grew rapidly.

Facebook was created in 2004 as a platform to connect Harvard students. It was then expanded to other universities, subsequently including high school students, professionals, and a couple of years later, to all potential Internet users. However, its structure results in the creation of similar platforms such as Hi5 and Netlog

In 2005 YouTube was born as a video hosting service and in 2006 Twitter, as a microblogging social network.

In 2008, Facebook overtook MySpace as the most used social network in the world with more than 200 million users, reaching 400 million in 2009 and 550 million in 2009. In this same year, LinkedIn established itself as the network for professional users par excellence., with its 90 million.

Since then, social networks have been created, dedicated to specific functions or interests, such as Instagram, and although sites like MySpace and Bebo have been reinvented to compete with Facebook, this social network continues to dominate in the field of online communication.

III. Overview and Statistics

According to Forbes magazine data, in recent years the use of the Web among the population of our country has expanded and diversified. Latinos spend nearly four times as much time online than Asians; In addition, they are above the average of European and American users and it is the girls who spend the most time socializing online. More than 50 million people currently connect to the Internet in our country, with an average browsing time of 8 hours, 36 minutes. Mexico has the first place worldwide, in penetration of social media among Internet users, because of these, 98.2% access a social network, with Facebook, YouTube and Twitter being the ones with the most significant percentages of subscribers, with 90%, 60% and 50% respectively. 96.9% of interactions,are given through Facebook.

The average age of users of social networks in Mexico is high: for Facebook the average age of its users is 30.2 years, standing at the extremes, Ask.fm (24.8 years) and LinkedIn (38.6 years), for what most of the users in our country are located in an economically active age range. Mexicans spend more time online, but visit fewer profiles. This means that although they follow few accounts or contacts, their interaction is high.

In the world, those who head the list of Social Networks, according to their number of users are: Facebook with 1,590 million, and YouTube and WhatsApp, with 1,000 million each, leaving networks like Instagram, LinkedIn and Twitter far behind with nothing negligible, over 350 million users

84% of companies that use the Internet have hired a Community Manager, while 8 out of 10 companies have an active profile on Social Networks (92% on Facebook and 86% on Twitter). 51% of Latin Americans use social networks for work purposes.

With these figures and background, would there be any reason for any organization to choose not to participate in these digital media?

The use of social networks, in any area of ​​people's lives, allows not only communication with friends and family, but they are also a tool for study, work, meeting new people, or simply to hang out, with online games, hobbies and activities they offer. However, not everything is honey on flakes. Opponents of the use of social networks in the business world and outside it, have as arguments, in addition to the impact on productivity, which we will talk about later, the conflicts that it has been observed to generate in society. Among the latter, the lack of privacy, the decrease in coexistence and leisure stand out. These are very real problems that, although they do not happen in all cases, those that occur within an organization,could jeopardize the development of activities.

At this point it is important to note that there are different types of social networks, depending on their use, service or type of users. Among the most widespread are the general typology, which includes networks such as Facebook, Google+ and Tumblr, which target almost any potential user of the web. However, there are also specialized ones for Videos, such as YouTube or Daily Motion, for messaging like Whatsapp, Weibo and WeChat, for photography like Instagram or, and for contacts like Badoo or Match. Whose limitations may, in a certain case, be useful for the concept of privacy and whose tools provide versatility to many processes. General networks are excellent for information propagation,but most probably they are not for use within an organization, and even less so to share privileged information.

Finally, we cannot forget the networks that specialize in the interests of users, such as SoundCloud, Spotify or SoundHound, which cater to those who like music, and LinkedIn, which groups and connects professionals from all areas.

IV. Impact on Productivity

One of the main weapons of opponents of the use of social networks in organizations, and especially in companies, since these media and in general the use of the Internet, pose themselves as one of the biggest distractors when carrying out any activity., because not only are communication activities carried out through them, but with the various applications they offer, they promote leisure. In addition, in many cases it produces sedentary lifestyle in users.

In fact, in a study carried out in Mexico, 40% of those interviewed admitted that they spend part of their working time using the Internet, 15% on Social Networks. Most said that they consider that this practice does not decrease their productivity.

However, according to the data provided by Learnstuff.com, 1 in 10 workers spend more time on the internet than working. The study indicates that workers interrupt their work activity every 10.5 minutes to update their social profiles.

The remedy that many companies worldwide have implemented for these ills has been the explicit prohibition of the use of social networks during working hours. However, many of the employees admit to using them when they are not observed, so it is clear that prohibition is not the solution.

Another of the dangers that productivity faces with the incursion of social networks, and that has not been mentioned before, is one that is also a challenge for society: abuse and addiction.

A prolonged connection causes restlessness, lack of concentration and mood disturbances. There are cases in which a person is not able to remain calm if they are disconnected and the idea of ​​spending just one day without being able to access their profiles is impossible for them, seriously affecting the development of their life, and seeing their ability affected. for perception, interaction and enjoyment. As a consequence of the above, those who have developed a high degree of dependence on social networks may end up suffering states of anxiety and stress that, in many cases, lead to depression. To prevent and combat these cases, experts recommend making controlled use of social networks and trying to organize leisure time apart from them.

If these and others, are the implications for personal life, how could a company face something similar by developing within its organization?

Probably the answer lies in the same actions that are recommended to be taken towards a case of personal abuse, which translated into business language would result in a Regulation of the use of social media, that is, allow the use, but manage security.

This correct use gives rise to a very different scenario, since another version regarding the impact of social networks on productivity, backed by professional experiences around the world, indicates that by using social networks appropriately, the average employee increases their Productivity, because through them, the seller expands his client portfolio, the executive is updated and the production staff is trained.

Social Networks improve key aspects of the organization such as collaboration, cohesion and leadership, which directly result in productivity.

Another aspect that increases productivity, and that will be expanded later, is the business presence in social networks and the advertising and marketing through them.

V. Other Aspects in the Labor Area

When thinking about incorporating digital tools into a company, reservations arise regarding its management. Blogs, social networks, e-learning platforms, among other utilities, are modifying corporate communication modes, not only externally, but also internally. While it is true that in the absence of legal regulation for these media, there are many dangers, including cyber-bullying and defamation, with the risk come many benefits. Among the most notorious we can mention a greater speed and cost reduction, not only in internal communication, but in processes such as the collection of opinions, as well as increasing the interest and motivation of users who find a horizontal and democratic virtual space where their opinions can be heard. The use of these tools for communication between collaborators,It has also been shown to boost levels of job satisfaction and decrease feelings of exclusion. Another collateral benefit of the inclusion of digital media in organizations is undoubtedly the promotion of sources of employment, as they have not only served lately to promote job offers and contact professionals with appropriate profiles, but have also given rise to the creation of specific jobs such as the Comunnity Manager.but they have also given rise to the creation of specific jobs such as the Comunnity Manager.but they have also given rise to the creation of specific jobs such as the Comunnity Manager.

Social media have begun to gain strength as sources of information and opinion makers, so some companies have begun to deliver manuals to guide the use of networks within the company and on issues related to it. By clearly outlining the requirements and parameters for the use of the media, as with any other resource or asset of the company, professionalism and stability are provided to the actions carried out.

It is also very important to clarify the type of networks that will be used, which specific networks and what will be the designated use, as well as the privileges of each employee within them. Previously, the low reliability of General networks has been mentioned, which is why its use within organizations, for security and privacy reasons, would not be recommended for the internal communication of a company, however, there are more secure platforms, less openness and more specialization that could be used. In particular, LinkedIn could stand out as the option par excellence, since it not only allows communication and dissemination, but also connects with professionals from all branches, multiplying business contacts.

SAW. Corporate Use

The use of social networks in companies is an issue that no organization should overlook. The consulting firm Gartner has highlighted social software as one of the 10 strategic technologies that will shape the future of companies in the next 3 years, and recommends companies to explore and analyze the possibilities that social software offers when it comes to adding value. to their business models and initiatives.

The dissemination of information, especially in larger companies, represents a complicated task in many companies, mainly because in many cases, the information does not reach its final destination. Sometimes due to the organization's own structure, and others due to internal conflicts.

The use of social software as an internal communication tool can help us to break down these barriers, since it gives each employee the possibility of obtaining first-hand information, and the opportunity to collaborate in collective knowledge with their contributions. In addition, there are cases in which thanks to social networks and other remote means, collaborators may work remotely. Teleworking leads to significant savings in transport and infrastructure, allows you to have the best talent on the market regardless of location, and positively impacts quality of life. Internal communication, at the speed that only digital media provide, is especially important for franchise-like structures, where information needs to be downloaded as quickly as possible,across many organizational and hierarchical levels.

As mentioned before, a high percentage of companies worldwide have a presence on social networks, if only because they have an open account. However, and although it has its disadvantages, those who decide to take seriously the role they play within this tangle, have discovered its benefits.

Firstly, we can mention progress in the quality of human factor management, speaking of both employees and customers, implementing a new, less aggressive way of approaching them. Consequently, the visibility of the brand increases. The mere presence and proper activity in the brand profile, including good customer service, can greatly improve the company's reputation.

Second, social media is a very effective means of driving traffic to the company's website or blog.

Thirdly, they facilitate the communication of the company with clients and suppliers and eliminate geographic and temporal barriers, also promoting collaboration and the creation of work networks.

Finally, it is worth mentioning that social networks facilitate the performance of market and competition studies.

Despite all this, it is important not to forget the risks involved in the role of an organization in digital media. Below are some of the consequences of corporate mismanagement on social networks that some companies have fallen into. First, there is “business-centricism”, which consists of the company only talking about itself, it is oriented to advertising and it forgets the social character of the medium. Bad management can lead to a bad reputation for the brand and / or the company. Another aspect to consider, as mentioned, is the security and privacy problems. General social networks lend themselves to attacks by malicious people. Also, they give clues of our strategies to the competition and also, probably the most feared of threats,Be it exposure to negative criticism or extortion.

Finally, there is the inconvenience of the demand for time, money and effort that they require. Not everything is as easy as it seems, it takes qualified and dedicated staff.

VII. Marketing

The marketing process has been present in the life of companies, practically since they exist, however, we can say that it has evolved in light of new communication technologies. The true importance of internet marketing is that it definitely shows itself with all its power, due to the speed that these media allow it to adopt. Until a few years ago, it was not possible for companies to receive feedback on their actions in real time. Situations like these are capable of intimidating even the most experienced.

However, it is undeniable that the world of the Internet, and in particular social networks, have opened up a whole new world of marketing possibilities as they are themselves a valuable advertising channel and also a means to contact potential distributors, also facilitating identifying them, as well as potential customers, through their public profiles. Currently the most used networks for advertising purposes are Twitter, Facebook, LinkedIn and Youtube

To the extent that a company knows how to take advantage of all the information generated by web or profile visitors, it will be able to offer them better services by attending to their requests in the most personalized way possible. In this way, it is much more likely that our clients will be more satisfied and trust, and even recommend the brand to other clients with characteristics similar to theirs.

Currently, social networks are used, not only to give presence and publicity to the brand, and to conduct market and competition research, but to monitor consumer activity and brand opinions and increase brand awareness. Facebook, in particular, already promotes the hiring of paid advertising media, to get "likes" on the company's page. On the other hand, they also allow, there are cases in which companies make profitable their presence on the network, based on their visits

VIII. Future

The propensity of the use of social networks by companies is unstoppable. So much so, that there are already significant changes in social networks and important trends for the world of marketing that are expected this year.

As it has been said throughout this work, the issues of privacy and the regulation of user activity are somewhat delicate in the computer media. This situation seems to have found an end, as does the use of email, since the foray of a new generation of internal social networks for the workplace is expected. The bets are spearheaded by Slack and Facebook at Work, which feature state-of-the-art interfaces including themed chat rooms and smart search for indexed files. Its methodology is applicable to all types of organization.

Another news is the incursion of companies in new social typologies, such as social messaging, including Whatsapp, WeChat and Facebook Messenger, and Social videos, With Facebook, youtube and snapchat topping the list.

In the field of advertising, we are likely to see more significant progress. For starters we have an increase in the amount of paid ads on social media updates, which is not new. What is new and is already beginning to be implemented, are the organizations used to define which ads are shown since they can determine not only the age range and gender, but also interests, location, affiliations, role, and much more, showing the consumer what he really wants to see. Social networks have their own algorithms, but more and more companies are choosing to hire more specialized services.

Another innovation is smart software, which is based on user behavior, to provide you with a personalized selling experience.

We cannot forget the social coin concept either, which offers a product or service in exchange for sharing on social networks. The use of this concept is expected to expand significantly throughout the year.

IX. Conclusions

The intelligent use of social and collaboration networks, integration with internal processes and even the development of own tools, can contribute significantly to the transformation of organizations.

Whoever owns or manages a company, regardless of its current size, wants to grow it, and for this it requires marketing strategies. New technologies provide great possibilities, and although it should not be forgotten that the internet is not everything, social networks pose as a solid advertising system for the future.

As for the internal communication of companies, the development of new business social networks, may be what many organizations were waiting for. However, while they are a reality, there are current tools that would greatly facilitate and streamline a company's work.

Therefore, as long as there is a correct regulation and management of social media, as well as an adequate choice of the most appropriate for each function of the organization, its use, both internally and externally, tends to be beneficial for the growth of the company..

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